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Barbie® Announces Plan to Turn the White House Pink with a Run for the Oval Office

Barbie® Doll Stands on Her Own (Literally!) for the First Time
with the Barbie® I Can Be…™ President Doll

EL SEGUNDO, Calif.--(BUSINESS WIRE)--
Today, Barbie® doll formally threw her pink hat into the presidential
campaign ring by unveiling the new 2012 Barbie® I Can Be…™ President
doll. The global icon will represent girls of all ages on her road to
the "Pink House," serving as the "B Party™" candidate. Barbie® will hit
the campaign trail with a full-scale "glam-paign" alongside her longtime
political advisor — The White House Project®. With a designer pink power
suit and a new Tumblr blog, Barbie® stands on her own (literally) as
this campaign's sole female candidate.

Barbie(R) doll formally throws her pink hat into the presidential campaign ring today by unveiling the new 2012 Barbie(R) I Can Be...(TM) President doll. Representing girls of all ages, the world's most popular fashion doll literally "stands on her own," without the need for a doll stand, to serve as the "B Party(TM)" candidate in this year's presidential campaign. (Photo: Business Wire)

As the unwavering, encouraging voice of the "B Party™," Barbie's
campaign platform calls for girls of all ages to "B inspired," "B
informed" and "B involved." To further deliver her message, Barbie® will
continue to partner with The White House Project® - a national,
nonpartisan women's leadership development organization — from the
presentation of the "Barbie® I Can Be™ Award" to a young girl at the
organization's annual awards gala to a "Take Your Daughters to the
Polls" movement in November.

"The Barbie brand's career-focused line of I Can Be… dolls often shine a
pink spotlight on professions that are historically underrepresented by
women," said Cathy Cline, Vice President of U.S. Marketing, Mattel
Girls' Brands. "We hope that Barbie will inspire girls to be leaders -
be it in their schools, classrooms, or communities - with the President
doll. We know that role play often becomes real play… and when better to
plant the seed of leadership in a girl's mind than during play time."

A Doll That Stands on Her Own

With more than 130 careers, Barbie® doll has always been both a career
trailblazer and a trend-setting style icon. Now, in her fashionable pink
wedge shoes, the Barbie® I Can Be…™ President doll literally stands
on her own without support or the need for a doll stand.

"We are ecstatic that for the first time Barbie will stand on her own
two feet, as all powerful leaders do — and the Barbie for President doll
has the perfect platform to debut this feature," said Tiffany Dufu,
President, The White House Project®. "This new feature goes well beyond
the toy aisle with a message for girls across the world."

"Pink House" Political Advisor — The White House Project®

Continuing its longstanding partnership since 2000, Barbie® and The
White House Project® have teamed up again to empower the next generation
of girls to learn about leadership roles.

"We are proud to continue our partnership with Barbie and to see
America's favorite doll represent girls this election year," continued
Dufu. "Our founder Marie Wilson has often quoted Marian Wright Edelman,
who said, ‘You can't be what you can't see…' — and only Barbie can
deliver a never-ending array of possibilities to the imaginations of
young girls. And one of those dreams can — and should be — to be
president."

This year, The White House Project® will mark the 10th
anniversary of the EPIC (Enhancing Perception In Culture) Awards on
April 5th in New York City, honoring those individuals
igniting leadership of women. With more than 350 high-level
professionals in attendance, Barbie® will "officially" announce her run
for office and unveil the Barbie® I Can Be…™ President doll. An
interactive "Glam-paign Digital Dashboard" will be on display, featuring
real-time engagement with attendees and fun "B Party™" news bytes. For
the third year, the "Barbie® I Can Be™ Award" also will be presented to
an exceptional 11-year-old girl, Emma Contiguglia, of New York City, for
her community leadership that includes badge-earning work with her Girl
Scout troop. She earned the Bronze Award, the highest award for younger
Girl Scouts, for her service at the WARM Center in Westerly, Rhode
Island.

20 Years, 5 Campaign Runs, 1 Amazing Doll

While Barbie® may stand alone as the sole female candidate this year, it
won't be her first time seeking election. 2012 marks Barbie's fifth time
running for president, two decades after her first run for the White
House in 1992. Over the last 20 years, Barbie's pink place in the
presidential spotlight has helped shape the look of women in politics
for girls, drive conversation and, of course, add a touch of glam to the
"Doll-ocracy." Since Barbie's first run on the campaign trail, the role
of women in politics has evolved. Her prior runs include years:

1992 — Known as the "Year of the Woman" in politics, 24 new
women were elected into the House of Representatives and Barbie® made
her first presidential campaign debut.

2000 — At the new millennium, Barbie® was out on the pink
campaign trail, alongside Elizabeth Dole.

2004 — As Senator Carol Moseley Braun made a bid for the
Democratic candidacy, Barbie® was right alongside her, leading the
charge on her own campaign.

2008 — A significant year for women in politics, Barbie® joined
Hillary Clinton who maintained a strong foothold for the Democratic
presidential nomination and Sarah Palin as the Republican Vice
President candidate.

Presidential Style

A true fashionista both on and off the campaign trail, Barbie® keeps her
political style classic and sophisticated, wearing a pink skirt suit
with red, white and blue trim, designed by Council of Fashion Designers
of America (CFDA) award-winning designer, Chris Benz.

"I was so excited to jump into the playful world of American fashion
design — one filled with color, fantasy and impact — for such an iconic
customer," says Chris Benz. "It was very important for the outfit to
convey professionalism and strength in silhouette and design. The
ultimate in political chic, the Barbie for President dolllook is
truly a special moment in Barbie's history."

Often called the "Prince of Color," Benz is known for his bright palette
and fabulously fun designs. Benz has dressed many celebrities and
fashionistas, including First Lady Michelle Obama. Benz was also
recently recognized by Forbes magazine as one of the top 30
individuals under 30 to watch in art and design.

A Modern Doll Runs a Modern "Glam-paign"

As any modern presidential candidate knows, the power is in the people.
To engage directly and powerfully with her supporters, Barbie® is
amplifying her social media network by launching official Instagram and
Tumblr channels. Fans will be able to engage and follow Barbie® on her
road to the "Pink House" through playful and inspirational news, guest
posts, polls and other exclusive "B Party™" content on her Tumblr blog
at Barbie2012.com. Barbie® will also continue to update her over 4
million fans/followers on Facebook, Twitter and Foursquare throughout
the "glam-paign."

Barbie's younger fans will be able to learn more about leadership and
Barbie's candidacy at www.barbie.com.

Barbie® I Can Be…™ President doll will be available beginning April 5th
for pre-orders at www.mattelshop.com
and will be available this summer at retailers nationwide in Caucasian,
African American, Hispanic and Asian ethnicities.

About Mattel:

Mattel, Inc. (NASDAQ:MAT)
(www.mattel.com)
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family comprises such best-selling
brands as Barbie®, the most popular fashion doll ever introduced, Hot
Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as
Fisher-Price® brands, including Thomas & Friends®, Little People®, Power
Wheels® and a wide array of entertainment-inspired toy lines. In 2012,
Mattel was named as one of FORTUNE Magazine's "100 Best Companies to
Work For" for the fifth year in a row. Mattel also is ranked among
Corporate Responsibility Magazine's "100 Best Corporate Citizens." With
worldwide headquarters in El Segundo, Calif., Mattel employs
approximately 28,000 people in 43 countries and territories and sells
products in more than 150 nations. At Mattel, we are "Creating the
Future of Play." Follow Mattel on Facebook: www.facebook.com/mattel

About White House Project:

The White House Project ignites the leadership of women in business and
politics. We connect, coach, and educate an ever-expanding alumnae
network of 14,000 nationwide. With a focus on women age 21-35, we
activate the ambition, creativity, and skills necessary for innovative
and effective leadership.

About CHRIS BENZ:

The CHRIS BENZ collection is a reflection of a colorful, eccentric
American style. Often referred to as The Prince of Color,
Chris' collection reflects the ease and carefree attitude one can expect
from a true American Sportswear collection. In February 2007, Chris
presented his first ready-to-wear collection to high acclaim from
fashion press and retailers during New York Fashion Week. Chris' vision
is one of meticulous but effortless design: vintage and surplus
elements, retooled in classic luxury fabrics that set the temperature of
new American sportswear.